Social Communication. Online Journal is a scientific online double-blind peer-reviewed journal, published since March 2012 by the University of Information Technology and Management in Rzeszow (to 2014 published under the title Komunikacja Społeczna. Czasopismo elektroniczne).
University of Information Technology and Management in Rzeszow
Bridging Divides: Promoting Reconciliation through Peace Journalism in South African Media Coverage of Xenophobic Violence
This study critically examines the application of peace journalism principles in South African newspaper coverage of xenophobic violence, focusing specifically on episodes from 2008 and 2015. Utilizing qualitative content analysis guided by Johan Galtung’s peace journalism framework, the research evaluates the extent to which leading newspapers, Mail & Guardian, Sunday Times, The Star, and Daily Sun, contextualized conflicts, avoided binary narratives, amplified marginalized voices, and promoted solutions-oriented reconciliation. Findings indicate significant disparities in journalistic practices, with analytical newspapers such as Mail & Guardian consistently adhering to peace journalism principles through contextual reporting, inclusive representation, and solution-focused narratives. Conversely, tabloids like Daily Sun prioritized sensationalism, reinforcing stereotypes and neglecting comprehensive contextualization. These variations highlight the crucial influence media narratives have on societal perceptions and responses to xenophobic violence. The study emphasizes the transformative potential of peace journalism, arguing for its broader adoption within South African media as a critical strategy for fostering empathy, understanding, and social cohesion. Ultimately, the consistent application of peace journalism principles could substantially contribute to addressing the structural causes of xenophobia and to promoting sustainable peace and reconciliation.
Quantifying Modal Density in Climate Change Discourse: A Multimodal Analysis
This paper examines modal density, a concept introduced in Discourse Analysis by Norris [2004, 2009], in news media. Modal density combines intensity (modal prominence) and complexity (modal interactions), and is believed to vary across media genres and speech acts in climate change communication. Using data from UCLA’s NewsScape corpus, 500 short video clips from genres such as news reports, talk shows, weather forecasts and political speeches were analyzed. The study measured modal intensity and complexity across speech, prosody, and visual resources. Findings highlight differences across genres and speech acts, offering insights into multimodal strategies that promote public engagement with climate change. The study also introduces a quantitative method to compare modal density across genres, which improves our understanding of ecological discourse.
Communication Gaps Affecting Maternal Health Outcomes in Bangladeshi Public Hospitals
Effective communication is central to the delivery of high-quality maternal healthcare, yet it remains an understudied component in public health systems in low- and middle-income countries. This qualitative study examines the communication challenges between healthcare providers and pregnant women in public hospitals in Bangladesh, with a focus on how these barriers impact maternal health outcomes. Drawing on thirty in-depth interviews with patients and providers, and observational data from four rural and peri-urban hospitals, the study identifies six key barriers: language mismatch, time constraints, lack of empathy, cultural insensitivity, overuse of medical jargon, and gender discomfort. These factors were found to hinder mutual understanding, reduce patient trust, and discourage full disclosure of health concerns. Framed by Habermas’s theory of communicative action and cultural competence theory, the findings illustrate how structural limitations and cultural disconnects intersect to produce fragmented and inequitable care experiences. The study highlights the urgent need for systemic reforms that integrate communication training, gender-sensitive consultation environments, and culturally inclusive practices within maternal health services. By emphasizing communication as a foundational element of care, this research contributes to the growing discourse on improving maternal health outcomes in Bangladesh.
Beyond Function And Aesthetics: The Ethical Implications Of AI-Driven Interior Design For Enhancing Human Experience
With a focus on its philosophical and practical consequences for human awareness, this paper explores how artificial intelligence (AI) is revolutionizing interior design. It makes the case that artificial intelligence (AI) can strengthen the emotional bonds that exist between people and their surroundings by defining consciousness as awareness of one’s existence and surroundings. AI may produce individualized design solutions that support residents’ ideals and promote self-expression and well-being by examining user interactions and preferences. However, there are ethical issues with AI incorporation, including the possibility of design homogenization and the possible loss of personal autonomy. The essay promotes a well-rounded strategy that embraces technological advancement while maintaining human agency. It demonstrates through case studies how AI-driven design can represent individual stories and feelings, ultimately adding to the conversation on moral design in the technological sphere.
The Labor Theory Of Property Does Not Mandate Easements
Some libertarian theorists advocate for recognizing easements by necessity. In specific circumstances they would guarantee the right of passage through the land that is already owned. One popular argument in favor of such easements concerns a situation where landowners’ exercise of their property rights prevents others from entering non homesteaded areas and taking them into ownership. The argument holds that a firstcomer who mixed labor with some parcel that blocks access to unowned land de facto owns that land as well. It is argued that such a property right is self-contradictory because the only legitimate method of original appropriation is labor mixing and the firstcomer actually acquires the virgin land without doing so. Easements of necessity are then postulated as a means to rectify this alleged contradiction. In the present paper this argument in favor of easements is examined and refuted.
Voices that Resonate: The Role of Social Media Influencers in Shaping Mental Health Awareness Among Urban Youth in Vietnam
This study examines the influence of social media influencers in promoting mental health awareness among urban youth in Vietnam, focusing on cities such as Hanoi and Ho Chi Minh City. Using a qualitative approach based on 20 in-depth interviews with young adults aged 18 to 30, the research explores how influencer credibility, cultural framing, and engagement patterns shape perceptions and behaviors related to mental health. Guided by the Elaboration Likelihood Model and Source Credibility Theory, the findings reveal that influencers who demonstrate authenticity, emotional transparency, and cultural sensitivity are perceived as more credible and effective. Participants identified strongly with influencers who shared relatable experiences, used familiar language, and addressed common pressures in Vietnamese youth life. While many respondents reported shifts in attitude and increased willingness to engage in mental health conversations, structural barriers such as stigma and limited access to services continued to constrain action. The study concludes that social media influencers can serve as powerful communicators of mental health messages when their content aligns with the cultural values and emotional realities of Vietnamese youth.
Conditions for Managing Social Communication by Sports Clubs
Sport has long been a prominent element of social life, carrying educational, ethical, economic and health-related functions, and shaping lifestyles, fashion and cultural norms. Within this field, sports marketing relies on communication tools directed at key stakeholder groups – fans, sponsors, media and local authorities – in order to build the image of clubs and players, convey positive information and support high attendance as well as a favourable atmosphere during competitions. The present article reports an empirical study of communication structures in top-tier Polish football clubs, focusing on the role of press officers as central actors in club–stakeholder relations. Using a 38-item semi-structured online questionnaire, data were collected from press officers of all 15 Ekstraklasa clubs between August 2023 and February 2024, and analysed with descriptive statistics and logical reasoning. The study examined how organisational and technological arrangements within communication departments relate to the perceived effectiveness of contact with external audiences. The results indicate that dedicated fan-service points, proactive dialogue on social media, and systematic cross-department coordination are jointly associated with a substantial share of the variance in self-reported quality of service, pointing to the need for continuous adaptation of strategies, methods, and communication techniques. The findings underline that enhancing and regularly updating the content and formats of messages addressed to stakeholders is a key route to improving service quality and strengthening the club’s image. Consequently, a thorough understanding of the principles of effective communication, as well as of the specific tools shaping its course in contemporary media environments, emerges as a necessary condition for the professional functioning of football clubs at the highest level of competition.
Predictors of Digital Financial Inclusion among the Youths: An Empirical Evidence of Kampala-Uganda
The study aimed to investigate the relationship between ICT usage, financial literacy, and digital financial inclusion among the youth in Kampala, Uganda. It primarily aimed to address the existing gap in understanding how these two variables, ICT usage and financial literacy, serve as predictors of digital financial inclusion, particularly among young populations who are often financially excluded. The investigation employed a cross-sectional research design, utilizing primary data collected through structured questionnaires from 294 youths in Kampala. Descriptives, correlation, and regression analyses were used to assess the relationships between ICT usage, financial literacy, and digital financial inclusion. The study’s key findings revealed that both ICT usage and financial literacy have significant positive effects on digital financial inclusion. Specifically, ICT usage and financial literacy were found to explain 42% of the variation in digital financial inclusion. The remaining 58% could be attributed to other factors not included in this study. The findings pose significant implications for policymakers and stakeholders involved in financial inclusion initiatives. The study highlights the critical role that ICT plays in extending financial services to previously underserved populations, particularly in regions with limited access to traditional banking infrastructure. Moreover, the findings underscore the need to integrate financial literacy programs into digital financial inclusion strategies. This approach would not only enhance youths’ capacity to use digital financial tools but also improve their financial well-being by fostering better financial decision-making, saving, and investment behaviors. This study contributes to the body of nowledge by providing further support for the relationship between ICT Usage, financial literacy, and digital financial inclusion among youth. It further unveils a new model that suggests and demonstrates that digital financial inclusion is primarily predicted by ICT Usage and financial literacy, which has not been explored in the digital financial inclusion literature, especially among youth in the context of developing countries. This adds to the Technology Acceptance Model and Systems Theory of Financial Inclusion, which emphasize the importance of technology and financial education in enhancing access to financial services.
Technology Acceptance Model and Systems Theory of Financial Inclusion
Communication Strategies in Social Media of Global Aviation Companies
The contemporary business environment is characterized by rapid technological advancements, necessitating that organizations continually adapt and seek innovative channels for public communication. Among these, social media have emerged as increasingly significant instruments. Today, social media platforms serve not only as tools for communication, but also as critical mechanisms for fostering relationships with customers, business partners, and both current and prospective employees. In an era of accelerating digitalization, social media have become an integral component of corporate communication strategies across numerous industries, including the aerospace sector. These platforms enable companies to swiftly and effectively engage a broad audience, thereby facilitating stakeholder relationship building and enhancing their employer brand reputation. The growing role of social media in corporate communication strategies underscores the need for a closer examination of its extent of utilization, effectiveness, and thematic content disseminated by the organizations under study. The purpose of this paper is to present the process of analyzing selected aspects of the use of social media by multinational companies in the aerospace industry, with a particular focus on their role in external communications in the context of employer image building, and to present some of the research results. The research begins with an analysis of the foundational data to identify the specifics of the industry, its level of economic development and employment needs. Key companies in the sector and the most popular social media platforms used by these entities were selected. As part of the analysis of messages posted on social media, one platform was selected based on three criteria: popularity of the site, redirection of traffic to the websites and declared intensity of daily use. The research was quantitative and qualitative in nature. The first stage of the research utilized the Sotrender tool, which enables detailed observations of companies’ social media activities. The empirical data was aggregated and presented in the form of tables and charts. In the further analysis process, a key role was played by cooperation with representatives of the CLARIN-PL scientific consortium, who provided tools for processing and systematizing large text collections, enabling research based on the thematic modelling method and corpus analysis.
Posthuman Metafiction: Construction of Dystopia through Narrative Strategies in Kurt Vonnegut’s Slaughterhouse-Five
This paper explores the construction of dystopia through posthuman narrative strategies in Kurt Vonnegut’s Slaughterhouse-Five (1969). It examines how Vonnegut employs non-linear structure, metafiction, and posthuman narration to reimagine identity, agency, and the human condition in a dystopian world. Drawing on Zhang Na’s concept of posthuman narrative developed in Posthuman Becoming Narratives in Contemporary Anglophone Science Fiction, the study integrates narratology with posthuman theory to analyze the dissolution of human-centered perspectives. Zhang’s framework emphasizes narratives that lack self-maintenance and evolve through the reader’s engagement, reflecting a relational and hybrid form of subjectivity. Using discourse analysis, the paper demonstrates how Vonnegut’s text disrupts traditional humanist assumptions by blurring the boundaries between human and non-human experience, realism and metafiction, and individual and collective identity. The research contributes to current discussions on posthumanism by showing how dystopian fiction redefines the human in technologically mediated and politically unstable contexts, offering new ways to conceptualize existence beyond essentialist paradigms.
Neuroculture: The Construction of a Media-Obsessed Reality in Dystopian Fiction
This paper explores the emerging phenomenon of neuroculture and its reflection in contemporary dystopian fiction. It examines the intersection of neuroscience, psychology, and literature, focusing on how modern narratives portray society’s increasing dependence on dopamine-driven stimuli such as social media, psychiatric medication, and consumerist distractions. Through analyzes of Brave New World by Aldous Huxley, Fahrenheit 451 by Ray Bradbury, and My Year of Rest and Relaxation by Ottessa Moshfegh, the paper identifies patterns of escapism, passivity, and emotional withdrawal as central features of pleasure-oriented culture. The study adopts an interdisciplinary framework combining semiotics and neurobiology to interpret dystopian literature as both a mirror and a warning signal of collective detachment and mental health crises in the digital age.
Morality in the Times of Dystopia: Sacrifice, Loyalty, and Ethical Choices in the World of Divergent
This study examines the moral dynamics and motivations that drive the characters’ decisions to make personal sacrifices and remain loyal in Veronica Roth’s Divergent. It illuminates the depth of their relationships and their unwavering commitment to ethical principles in a dystopian setting. The analysis focuses particularly on the protagonist, Beatrice Prior, tracing the difficult moral choices she faces and the risks she takes for the sake of others. Despite adversity and danger, the characters demonstrate loyalty, selflessness, and a readiness to protect one another, reflecting the human capacity for ethical resilience. To provide a comprehensive understanding of these motivations, the study applies Lawrence Kohlberg’s theory of moral development, which explains how individuals progress through different stages of moral reasoning—pre-conventional, conventional, and postconventional. By using this theoretical framework, the research examines the characters’ moral dilemmas and the reasoning behind their decisions to sacrifice and remain loyal. Through the lens of moral development theory, the study offers insight into the ethical dimensions of sacrifice, loyalty, and moral growth in a dystopian world.
Humans on the Internet: From Utopia to Dystopia
The Internet has become an inseparable part of contemporary society. Few people today can imagine life without using various social media platforms. However, what does the Internet truly offer? The seemingly beautiful and utopian world presented through online photos and videos conceals a darker side. The dangers awaiting users who succumb too easily to this idealized vision can have serious real-life and legal consequences, ranging from data fraud, identity theft, and financial crimes to human trafficking and child exploitation. Online hate speech has also contributed to the psychological and social destruction of individuals who lacked the resources or strength to cope with it. This paper aims to address the question of whether the Internet poses a genuine threat to its users, or whether such concerns merely reflect a dystopian vision of human helplessness in the digital age.
Ecofeminist Critique of Environmental Collapse and Its Impact on Women’s Bodies in Children of Men (2006)
This paper examines Alfonso Cuarón’s Children of Men (2006) through an ecofeminist framework informed by Karen J. Warren’s philosophy. The study explores how the film portrays the intersection between environmental collapse and patriarchal control, revealing how women’s bodies become sites of exploitation and resistance. By analyzing the film’s depiction of infertility, biopolitics, and ecological decay, the paper argues that Children of Men exposes the deep interrelation between environmental degradation and gender-based oppression. Through a close reading of visual and narrative elements, the study highlights how ecofeminist theory can illuminate the ways in which environmental and gender injustices are mutually reinforcing.
Bricolage of a Concubine Society: Resisting a Colonial Order in The Handmaid’s Tale
This paper explores the tension between two competing discourses in Margaret Atwood’s The Handmaid’s Tale: the dominant ideology upheld by the state and the counter-discourse articulated by the handmaids. The official discourse constructs a covertly colonized community in which individuals are confined to strictly defined roles and spaces. Focusing on the role of religious authority as part of the Ideological State Apparatuses, the paper examines how the theocratic system of Gilead perpetuates control and submission. At the same time, it investigates how the handmaids resist this oppressive order by forming an imagined community grounded in shared suffering, memory, and covert communication. The analysis draws on Michel Foucault’s theory of discourse, Louis Althusser’s concept of ideology, and Benedict Anderson’s notion of imagined communities to interpret how power and resistance operate within Gilead’s social hierarchy. Employing close textual analysis within a qualitative framework, this study demonstrates how language, ritual, and collective identity serve as both tools of domination and subversion in Atwood’s dystopian narrative.
Bodies as Crisis: A Foucauldian Discourse Analysis of Dystopian Migration in Exit West by Mohsin Hamid
This paper examines how migrant bodies become sites of crisis within contemporary migration narratives. It analyses the intersections of power, surveillance, and violence in a postcolonial, globalized context, applying Foucauldian discourse analysis to Mohsin Hamid’s Exit West. The study explores how disciplinary power regulates and normalizes migrants through mechanisms of control, including surveillance and the panoptic gaze imposed by host nations. Focusing on key themes such as border crossings, refugee camps, and displacement, the paper highlights the marginalization and objectification of migrant bodies through Foucault’s theory of power. It argues that modern global systems perpetuate new forms of domination and control, shaping migrants’ experiences of vulnerability and identity. Ultimately, the analysis reveals how structural violence and global governance transform migration into a dystopian condition of crisis.
Aestheticizing Politics and Politicizing Aesthetics: The Dialectic of Power and Resistance in Suzanne Collins’ The Hunger Games
This paper explores the dynamic interplay between aesthetics and politics in Suzanne Collins’s dystopian novel The Hunger Games. It examines how the Capitol’s construction of spectacle and propaganda aestheticizes violence and control, while the resistance movement led by Katniss Everdeen politicizes aesthetics to challenge hegemonic power structures. Drawing on the theoretical frameworks of Walter Benjamin and Guy Debord, the study investigates how aesthetics function as a medium of both domination and resistance. The analysis focuses on the Capitol’s use of visual and performative elements—from the luxurious costumes of its citizens to the meticulously orchestrated pageantry of the Games—to reinforce its authoritarian rule and legitimize systemic violence. At the same time, characters such as Katniss Everdeen and Peeta Mellark subvert this spectacle through acts of defiance and self-representation that politicize beauty, performance, and symbolism. By weaponizing aesthetics, the protagonists transform tools of oppression into instruments of dissent, destabilizing the Capitol’s narrative and inspiring collective resistance. The paper ultimately demonstrates how art and politics intersect to shape perception, ideology, and social change in contemporary dystopian fiction.
The Many Shapes of Dystopia: From Literary Tradition to Media and Digital Spectacle
This paper explores the evolution of dystopia from its literary origins to its contemporary digital manifestations, arguing that the genre has transformed from a speculative inversion of utopian ideals into a critical method for interpreting modern reality. By combining literary history (from More, Swift, and Zamyatin to Atwood and Butler), media analysis (film and television), and cultural critique (digital surveillance and algorithmic control), the study bridges traditionally distant fields and proposes a synthetic, interdisciplinary framework. Drawing on theorists such as Suvin, Moylan, Claeys, and Zuboff, it contends that dystopia has outgrown its status as a literary genre to become a cultural grammar for reading the world. Through comparative and theoretical analysis, the article demonstrates how dystopia functions as both narrative and methodology—mapping the interplay of power, technology, and identity in the digital age. The study shows that the mechanisms conceptualized in classic dystopias such as Nineteen Eighty-Four and The Handmaid’s Tale—surveillance, linguistic control, and biopolitics—now operate through social media, algorithms, and self-performance. Ultimately, dystopia’s many shapes reveal the humanities’ enduring capacity to interpret and critique our algorithmic, mediated existence.
Dystopian Imagination: Editorial Introduction to the Special Issue
This special issue, Shapes of Dystopia, comprises nine research papers that explore dystopian imagination as a critical framework for interpreting contemporary social, political, ecological, and technological realities. Originating from the inaugural international conference held in Rzeszów in 2024, the volume approaches dystopia not merely as a literary genre, but as an analytical lens embedded in lived experience and philosophical inquiry. The contributions investigate dystopian narratives across literature, film, and digital culture, examining themes such as surveillance, migration, environmental collapse, gendered oppression, digital precarity, neuroculture, and posthuman identity. Collectively, the issue highlights the continued relevance of dystopian studies for understanding crisis, power, and speculative futures.
The Impact of Computer-Generated Influencers on Social Media Advertising
The paper delves into the new phenomenon of virtual influencers, investigating their rise, impact, and implications for contemporary society. The study aims to determine whether computer-generated influencers can effectively advertise products through social media accounts. The paper describes the concept of influencer marketing in the context of digital marketing. It aims to explain the phenomenon of virtual influencers, i.e., computer-generated characters and their profiles presented on social media. Finally, the results of quantitative and qualitative analyses are presented.
Moderation by Researchgate Related to Comments on “Predatory” Publishing Practices
The intersection between academia and social media is gradually overlapping. The ability to vent personal and professional discord online, either through blogs or social media, has had both positive and negative consequences on academic communication, with the public and/or in the public domain. ResearchGate (RG) is one of the most popular academic social media sites that allows commenting, either in response to published papers or to questions that are posed on that platform. This paper explores an important aspect of a high-profile, topical and controversial 2017 paper (Derek Pyne; Journal of Scholarly Publishing; DOI: 10.3138/jsp.48.3.137) that had based itself on a flawed blacklist created by Jeffrey Beall. In that paper, unfounded claims were made regarding financial rewards as remuneration schemes at a “small business school” in Canada related to publishing papers in “predatory” journals, i.e., in open access journals that were blacklisted by Beall. Based on those claims, Pyne used RG as a platform to target academics at his research institute. Pyne could have, but did not, use the scholarly platform to engage with his colleagues in an academic debate about his controversial findings, causing personal disrepute on three occasions. Consequently, RG was contacted with a claim of defamation on each occasion. Within hours of each claim, Pyne’s comments were deleted. In early May, RG also erased his social media account. The issue of actual or potential insults in the public domain, such as on blogs, is rarely discussed, much less related to academic social media sites like RG. This case study, and the issues discussed herein related to social media more broadly, will be useful for academics to better navigate increasingly challenging publishing waters.
Copyright (c) 2019 Panagiotis Tsigaris, Jaime A. Teixeira da Silva
The Role of Packaging Designers in the Context of the Environmental Crisis
In the face of a worsening climate crisis and growing consumer awareness of the negative effects of over-consumption, the packaging industry faces the challenge of transforming itself towards more sustainable solutions. Labelling and well-planned production processes that can effectively promote environmental values that benefit both the producer and the environment play a crucial role in this process. Working with experts from other industries involved in creating goods, designers can shape informed and mature visual messages emphasizing the importance of responsible design decisions. The following paper emphasizes that sustainable design requires interdisciplinary knowledge and consideration of long-term effects, such as using and recycling materials, which can help reduce waste generation and promote responsible practices in the packaging industry.
Synergy of corporate and personal branding: The example of Stal Mielec FC and Jacek Klimek
The aim of this article is to verify the synergy effect between the personal brand of an organization’s leader and the corporate brand in the context of communication activities and a political campaign. The example of Jacek Klimek, the president of the football club Stal Mielec and a candidate for mayor of Mielec, was used. The impact of his branding activities on the perception of the corporate brand and the use of the club’s image in constructing a political narrative was discussed. The study used an analysis of several hundred press publications from the pre-election campaign period, taking into account visual and thematic elements. The results indicate the important role of synergy in enhancing the image of both the leader and the organization while highlighting the need for careful image management in the political context. The article contributes to the literature on social communication and media sciences by providing empirical findings on the integration of personal and corporate brands.
Courtesy Under Fire: A Structural and Contextual Analysis of Toxic Language in Online Gaming
The paper delves into the phenomenon of toxic language in online gaming, a significant issue that reflects the broader challenges of online interaction between users. Despite online gaming being fairly new, considering other forms of games, its impact and popularity are constantly growing. As such a powerful activity, it naturally bears consequences – one of them being other players. This issue is widespread and does not pertain to a single region. The author establishes that patterns of such toxic language exist, basing the thesis on conducted research, whose main goal was to determine the grammatical structures and context in which toxicity manifests. By analyzing those patterns, the author establishes a foundation for understanding how toxic language manifests, providing a detailed examination of its linguistic structure. The observation also offers insight into the possible causes of increased toxicity.
Convergence Processes and Digital Transformation in Polish Media Companies
The thematic scope of the paper outlines the direction of transformation of Polish media concerns and Polish branches of global concerns, which are transforming into media-technology concerns, as well as technology-based multi-business holdings. The aim of this paper and the research conducted is to find out how the use of convergence processes and digital transformation influence the activities of Polish media concerns. It is particularly important to establish what business activities Polish media concerns undertake in response to the dynamic development of technology and what role convergence plays in formulating the product offer of media concerns. The paper presents selected projects and business steps undertaken by the companies in 2020-2023 and the
Digital Dialogues: Analyzing the Impact of Social Media on the Effectiveness of Public Health Campaigns
In the digital age, social media has emerged as a pivotal tool in public health communication, reshaping the landscape of outreach and engagement. This paper investigates the transformative influence of social media platforms on health communication strategies, confronting both opportunities and challenges inherent in this paradigm shift. The study assesses the effectiveness of social media in public health campaigns, scrutinizing its utilization, impact on diverse populations, and the persistent hurdles of misinformation and digital literacy gaps. Employing qualitative content analysis, this research scrutinizes selected public health campaigns from renowned organizations like the CDC, WHO, and UNICEF, spanning from January 2021 to December 2022. Through thematic coding, the study uncovers nuanced insights into engagement dynamics, sentiment distributions, and the prevalence of misinformation across various social media platforms. Key findings underscore the multifaceted nature of social media’s impact, revealing differential engagement patterns, sentiment dynamics, and misinformation challenges. Notably, campaigns leveraging visually engaging formats and fostering community engagement exhibited higher efficacy in driving behavior change. Trust emerged as a cornerstone of effective communication, emphasizing the importance of credibility and transparency in campaign messaging. Moving forward, this research advocates for tailored strategies to combat misinformation, optimize content visibility, and evaluate the enduring impact of social media-driven public health campaigns on health behaviors. By addressing these imperatives, stakeholders can harness the full potential of social media to advance public health agendas and foster informed societies.
The Role of Instagram in Building Journalist’s Personal Brand: An Analysis of Communication Strategies in Social Media
Instagram has become one of the most important tools for building a personal brand, especially for journalists. The aim of this article is to examine the role of this platform in shaping the image of journalists and to analyze the communication strategies they use to leverage social media effectively. The paper discusses how journalists build their professional identity, engage audiences, and promote values and content through Instagram. The study covers both the visual and textual aspects of posts and interactions with followers, which are a key element in building the authenticity of a personal brand. The article highlights how Instagram enables journalists to stand out from the competition and influences their work’s perceived credibility and professionalism.
Hiromu Arakawa’s Fullmetal Alchemist: Stylistic Nuances of the Comic Book
Nowadays, manga is a very popular medium, especially among young people from different areas of the world. The following article analyzes selected volumes of the manga “Fullmetal Alchemist” by Hiromu Arakawa in terms of style and visuals. This manga is one of the better-known titles and has many admirers around the world. In the analysis, the text and illustrations were examined separately. The research made it possible to determine Arakawa’s style of drawing, world creation, characters, and dialogues, to mention a few, and to draw conclusions from them.
Between commerce and mission: the case of TRUSO.TV, a local television station
Topics covered by local media will always have their own audience. One of the advantages of local media is the ability to create content specifically formatted for Internet users (e.g., live broadcasts or video content). It can be assumed that both the value and quality of the presented information depend on the journalistic skill level of the local editorial team. The way new media are handled reflects the state of traditional media. Those with an established reputation that has been built over years of fulfilling a social mission do not need to fear new technologies but should instead view them as an addition and a way to build credibility and trust among new viewers. New media allow local stations to engage audiences in local community affairs, providing diverse content (cultural, educational, sports and entertainment programmes) that responds to a wide range of audience interests. This is evident in the case of TRUSO.TV, which produces a variety of content formats. Local television stations require constant funding, typically supported by advertisements from local businesses. However, the current media consumption trends may affect the effectiveness of these advertisements. This article has attempted to demonstrate that a local television station with a long-standing tradition does not need to fear losing its audience. Despite the growing importance of new media, local broadcasters play a crucial role in local communication. It should be noted, however, that the conclusions regarding TRUSO.TV cannot be extrapolated to cable television stations in other cities. Elbląg is where television has existed for 30 years, giving it a brand and recognition among its residents, which may facilitate fulfilling its mission.
The Role of Eurosceptic Tabloids in Building Awareness of the British People Ahead of the Referendum on UK Membership in the European Union in 2016
The research aimed to explain the role of the leading British tabloids in the 2016 referendum campaign and to show that tabloid populism practised by selected press titles, using several methods and tools, skilfully influenced the formation of public opinion. The study, which was essentially based on content analysis, examined the three most opinion-forming tabloid daily newspapers: “The Sun”, “The Daily Express”, and “The Daily Mail”, which, according to the observers, were and remain populist newspapers. The article is only a contribution to undertaking broader research, the subject of which should be the instrumental role of the British press in shaping attitudes and social opinions hostile to the European Union during Great Britain’s membership in this organization.